Target adds 3 new private brands

Target has expanded its private label assortment to include lingerie and sleepwear.

The Minneapolis, Minn.-based retailer has launched three new lingerie brands: Auden, Stars Above and Colsie.

Launching this spring, the brands will offer approximately 200 bras priced under $22 in more than 40 varying styles. According to the company, it will be phasing out an existing brand of lingerie and sleepwear called Gilligan & O’Malley.

Along with the launch of the new brands, Target will add “Bra Fit Studios” in retail locations to help customers find the right fit. The company also plans a promotional campaign using un-retouched photos of models of all body shapes to promote the brands.

“Within intimates and sleepwear, we know our guests want to look and feel their very best, and we see potential for Target to offer both current and new guests so much more,” said Jill Sando, senior vice president, general merchandise manager, apparel and accessories and home. “From new brands and experiences, to a campaign that celebrates that women come in all different shapes and sizes, we want to create the ultimate destination for our guests—one that’s inviting and inspiring and allows all women to feel comfortable and confident.”